32% of consumers duped into buying fake make-up online

More than a quarter of consumers have unintentionally bought counterfeit consumer goods on the web

Counterfeit cosmetics continue to pose a threat to the safety of consumers and brand reputation.

New research by MarkMonitor, a brand protection company, reveals that 27% of global consumers (4,401 people spanning ten countries) have been tricked into buying rip-off products online.

Of these, 32% have bought counterfeit make-up unknowingly, while 25% have ordered fake skin care products and 16% have bought bogus sun care products.

The research also revealed that when a consumer realises the products are fake, 40% take their complaints directly to the brand in question.

Anil Gupta, Chief Marketing Officer of MarkMonitor, said: “The threat of counterfeiters is ever-present, affecting both brands and consumers.

“For brands it’s all about the loss of revenue, reputation and customer trust. However, when it comes to non-genuine consumer goods such as cosmetics, skin care, sun care and medicines, the consequences for shoppers are far greater, affecting their health and wellbeing.”

In non-beauty categories, 22% of shoppers have ordered counterfeit supplements and 16% have purchased medication on the black market.

Consumers were surveyed from the UK, US, China, Denmark, France, Germany, Italy, the Netherlands, Spain and Sweden.